How Miamily Turned a Low-Impact App Into a High-Performance Channel with Appbrew

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About Miamily

Miamily is a Swiss family travel lifestyle brand known for its award-winning baby carriers, smart travel luggages, and a design philosophy rooted in quality and functionality. Their growth has always been driven by thoughtful innovation and trust from a global family community.

However, when it came to mobile apps, the brand was unconvinced.

Their first attempt with Tapcart left them with an app that contributed less than 2% of revenue, offered only a handful of integrations, and provided limited visibility into performance. The Miamily team struggled to understand what was working, what wasn’t, and whether the app was worth investing in at all.

That is where Appbrew came into the picture. What began as a cautious trial quickly evolved into a complete rethink of what a mobile app could unlock for the brand.

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A Mobile App That Didn’t Inspire Confidence

Before Appbrew, Miamily faced several barriers that kept them from seeing the app as a real performance channel.

A generic experience that didn’t feel premium

As a design-led brand, Miamily needed an app that reflected the care and detail behind their products. Tapcart’s template-driven UI made the experience feel flat and inconsistent with their identity.

Limited integrations and lack of a unified ecosystem

Tapcart supported only a small number of integrations, forcing Miamily to operate with a fragmented setup. They couldn’t run advanced promotions, enrich their merchandising, or personalise journeys in a meaningful way.

No clear visibility into what was working

Analytics were shallow and disjointed. The team couldn’t track user behavior or understand how the app contributed to purchases, making the channel feel unpredictable and hard to justify.

Low revenue contribution

With less than two percent of revenue coming from the app, the team saw it as something optional rather than an important part of their long-term strategy.

Miamily needed a mobile experience that could prove the channel’s worth and outperform every other touchpoint.

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A Mobile Experience Designed for Trust, Clarity, and Performance

Appbrew worked with Miamily to rebuild the app into a channel that could support their goals from day one. The focus was on giving the team a polished experience, deeper control, and a foundation they felt confident promoting.

A refined design experience aligned with the brand

Every key screen was rebuilt to feel clean, modern, and consistent with Miamily’s visual language. Navigation became simpler, product pages became more informative, and the overall experience reflected the premium nature of the brand. Moreover, Appbrew’s advanced video features added a richer layer of storytelling without complicating the journey.

A complete integration stack in one platform

By moving to Appbrew, Miamily gained access to a unified platform with over 120 native integrations, far beyond what their previous app platform supported. With more tools available and fewer limitations, Miamily can run advanced promotions, track performance reliably, and evolve their marketing without being constrained by the platform.

As the team put it, “Appbrew is powerful, intuitive, and gives us all the flexibility we need to build an app that fully reflects our brand and business goals.”

Advanced analytics that made performance easy to understand

With clear analytics and transparent reporting, the team finally had visibility into what customers were doing and why. This clarity helped them optimize the app quickly and confidently.

Support that went beyond just setup

Appbrew provided end to end support, ensuring a smooth transition and offering guidance that extended far beyond initial implementation. 

This hands-on partnership played a direct role in helping Miamily transform the app from a channel contributing under 2% of revenue into one driving nearly 20% today. As the Miamily team put it, “What truly sets Appbrew apart is the team behind it. Their availability, professionalism, and willingness to listen and adapt have made a huge difference for us.” 

With the right foundation in place, the brand began seeing the app’s potential again. Miamily doubled down with app-exclusive offers and guided more shoppers into a higher-intent environment, making the app a key focus of their customer journey.

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From App Doubt to App-Driven Growth

The new app delivered measurable improvements across every metric that mattered:

• 2x higher conversion rate
  The app converts at over four times the rate of their previous app, driven by clearer paths to purchase, faster product evaluation, and an experience tailored to high-intent shoppers.
  
  
• 10x increase in app order contribution
  The app went from contributing under 2% of orders to nearly 20%, powered by higher intent, app-exclusive offers, and a smoother buying experience.
  
  
• Higher AOV on app
  App shoppers have a higher average order value compared to web, supported by better product storytelling, improved navigation, and merchandising that makes it easier to explore complementary items.
  

Together, these shifts transformed Miamily’s outlook on mobile. What started as skepticism became a clear conviction that the app could grow into one of their most powerful channels long-term.

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Why Miamily Chose Appbrew 

For Miamily, Appbrew didn’t just rebuild their app. It rebuilt their confidence in the mobile channel itself. What began as a cautious shift from Tapcart has turned into a long-term commitment, with the brand now investing in the app as a core driver of revenue and customer retention.

Appbrew gave Miamily:

• A premium, brand-aligned app experience with cleaner design and easier navigation.
• One unified integration stack across messaging, analytics, promotions, and video.
• Clear performance visibility through simple, actionable analytics.
• Support that felt like a true partnership, with a team that stayed responsive, collaborative, and hands-on throughout the process.
• A scalable growth foundation that turned the app into a channel worth investing in.

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Miamily’s journey demonstrates a broader truth for modern DTC brands: when the app is built thoughtfully and supported by the right ecosystem, it becomes one of the highest-intent, highest-performing channels in the business.

If your brand is ready to turn mobile into a real growth engine, Appbrew is ready to build it with you.